Reaching the African-American Market

With a buying power projected to reach $1.2 trillion by the year 2012, higher educational and professional achievements, and a Black president in the White House, Black Americans and Black culture have come to the forefront of the national consciousness once again. Today, many companies realize the value of having a multicultural marketing strategy that includes Black consumers. Unfortunately, many marketers have experienced mixed results from their programs and many cite a lack of credible metrics to determine the success of their efforts. The Black consumer market is not homogeneous. African Americans share a common ethnicity and view the world through that common experience. However, economic and educational factors along with life experience create as many viewpoints as there are individuals within the race. The historic event of the election of President Barack Obama and its effect on the mindset of Black consumers has been a catalyst for change in the self-perception of some but not all Black consumers. The distinct differences in opinion and viewpoint exist between those born prior to the Civil Rights era (i.e. Black Boomers) and those born during, and after it (Black Gen X and Millennials). This suggests that one message may not speak to the entire Black community. The portrayals of African Americans in advertising and in the media today still have stereotypical images, even into the 21st century. These negatively impact consumer responses to brand choices and brand loyalty by Black consumers who resent the companies that use these images. It is important for advertisers to ensure that personnel on any team targeting African Americans have enough cultural sensitivity and multicultural marketing experience to fully understand the Black consumer market. It is not enough to rely on media-driven stereotypes and assumptions or to emphasize extremes in Black culture. It is important to realize that African Americans “see more and see differently” when viewing ads, programs or commercials. For example, the meaning of wealth and education to African Americans, along with the long-held obligation to reach back and pull another up can be used by marketers to engage with consumers and help them achieve this goal.